"MARTECH" DEFINES MODERN DIGITAL MARKETING
Traditionally disparate functions, Marketing and IT, have combined to disrupt most industries with apps that provide exceptional online customer experiences (CX). Accordingly, we have infused our traditional Rendering House visualization content with our proprietary Anewgo apps software to create unprecedented data-driven visualizations to launch the MarTech revolution for the tech-laggard New Homes industry.
The powerful combination of personalized experiences at a massive scale online is critical to successful e-commerce. But for the complex, expensive and emotional New Home purchase, it’s the expert balance of utilizing these powerful new tools with a human touch that often seals the deal.
BY MELDING "RIGHT AND LEFT BRAIN" MARKETING, APPS STRIKE A PERFECT BALANCE BETWEEN FORM AND FUNCTION FOR GREAT CX
- Apps (web, sales center, portal)
- Insights (leads, analytics, sales automation)
>> MARTECH <<
Find. Design. Experience. Buy. Online.
SIMILARLY, AS BUYERS INCREASINGLY SHOP ONLINE 24/7, THEY ARE BY-PASSING IN-PERSON REALTORS, THE TRADITIONAL TRANSLATORS BETWEEN BUYERS AND BUILDERS. OUR CLOUD RENDERING ENGINE REPLACES THIS CRITICAL MARKETING TRANSLATION FUNCTION BY ENABLING BUYERS TO FIND, DESIGN, EXPERIENCE AND BUY ONLINE THEMSELVES.
data: real estate/construction jargon and terms
<< BOTH >>
translates: text-to-visuals instantly
"CUSTOMER DATA PLATFORMS" (CDP) ARE FOUNDATIONAL TO ADVANCED MARKETING AUTOMATION
Great customer experiences start with great data. Traditionally, customer data was recorded on cards, filed and then transferred to brochures for mass mailings. With online advertising, this process is basically the same except that customer data is digitally-stored and retrieved. There are basically three database platforms:
Data Management Platforms (DMP)
use 3rd Party temporary anonymous data
DMPs are the most common database platform. They use website cookies, IP addresses or device information to allow search engines to identify online shoppers and then, tailor advertising to improve engagement and SEO. Marketing companies refine this 3rd Party anonymous demographic and behavioral data so Marketers can create effective advertising campaigns.
By combining this anonymous DMP data with a CRM’s known customers, Marketing Automation software can create personalized marketing campaigns. But the problem is that the data is rarely collected and processed in real-time. So although the messaging is personalized, it can be irrelevant because it is outdated. Also, because of the massive amount of data, marketing automation tools often compress data gathered from various online sources. This reduces data effectiveness as the data is stored and activated in silos instead of simultaneously propagated across multiple channels.
Customer Data Platforms (CDP)
use 1st, 2nd, 3rd Party permanent PII data
As the online advertising industry matured, Customer Data Platforms began to emerge. Generally, the goal of both the DMP and the CDP is the same – to enable marketers to personalize marketing. The difference is that DMPs do this with anonymous data that typically expires after 90 days (the cookie lifetime). With growing privacy regulations banning website cookies, this DMP approach may become even more degraded.
Unlike DMPs, CDPs create a database of your identified customers using a unique identifier to create a persistent customer profile or PII (Personally Identifiable Information). That means it stores the customer data and its extensive customer journey. The main advantages of CDPs are that they:
- Collect and process data in real-time
- Ingest 1st, 2nd and 3rd Party data
- Not dependent on cookies
- Activate marketing campaigns rather than just segment audiences
- Apply machine learning (ML) to lead scoring
Customer Relationship Management (CRM)
use 1st, 2nd Party permanent PII data
Many CDPs actually start as CRMs. Similar to CDPs, CRM tools store PII about their customers. The main differences between CDPs and CRMs is the type of data stored.
While both platforms can store 1st Party data, CRMs contain information about the interactions between the customer and the Sales team, and typically requires manual entry. The CRM data may also be dependent upon continuous 2nd Party data feeds. Compared to CRMs, CDPs are more focused on the customer’s different engagements across a company’s various marketing channels. Real-time data feeds continuously enriches the customer profile.
A common obstacle with CRMs is their inability to fully integrate data. This creates a limited view of the customer. Online Sales Counselors may see a log of all the phone calls or emails and purchases their customers have made. But they often can’t see their customers’ digital shopping journey and interactions across the builder’s website, social media, apps and sales centers.
First Party Data
- Collected by your Apps from your customers
- Most powerful type of data
- Belongs to your company
- Ex: Name, contact info, favorites
Second Party Data
- Another company’s first-party data
- They collect and give/sell data to your company
- Can be difficult to integrate
- Ex: Websites and web app data to feed CRMs.
Third Party Data
- Data collected and shared from an external source
- More heavily regulated than other data types
- Ex: Web analytics such as Google Analytics
Creating a Perfect Match
Historically, due to software limitations and website-centric marketing, analytics were created by linking DMP and CRMs through applications like Google Data Studio. But the recent emergence of CDPs not only connects and integrates with your CRM, customer service, POS/transactional, social media, email and website analytics platforms, but it also collects and refines powerful 1st Party personalized data. The integration of 1st, 2nd and 3rd Party data creates an unprecedented 360 view of each customer.
The CDP collects the data, and then, uses ML (machine learning) to push algorithm instructions to the marketing automation platform to initiate campaigns. This automated marketing provides the right information to the right customer at the right time and place – and thus, is essential to creating a “Match and Notify” search engine.
Unlike most products, New Homes must visually market unbuilt products. Consequently, Anewgo’s unique marketing automation platform utilizes our proprietary cloud rendering engine to create personalized visualizations in real-time online. Unlike typical “static” and “textual” data, our data is “dynamic” and “graphical” as it is generated on-the-fly for both the frontend customer apps and the backend dashboard analytics. Consequently, Anewgo’s graphical data isn’t “stored”, but instead “restored” (only created and exists as “summoned” to convert stored “text” data into temporary “graphic”). This temporary data-driven visual state makes it difficult, if not, impossible to be created, transferred or analyzed on other data platforms.
Basically, our apps collect omni-channel data and apply it to programmatic marketing activation to auto-create and launch personalized graphical campaigns based on real-time scenarios. For Builders’ brands, this means that their ads and recommendations are more current and personalized; thereby providing optimum online customer experiences.